According to Women of Influence+, Canadian women are expected to control nearly $4.0 trillion of assets by 2028, making them an increasingly powerful force in the investment landscape. At the same time, many women face unique financial considerations and wealth building goals with longer life expectancies and retirement periods, increasing the need for trusted resources and support. Despite controlling a massive share of assets, only about a third of Canadian women report feeling comfortable making investment or financial management decisions.

Enter Untangle Money, a Toronto-based firm that is redefining financial planning for women by offering accessible, judgment-free tools and education that connect everyday spending with long-term financial outcomes. Built to address the realities of women’s financial lives, the platform helps users gain clarity, confidence, and control—while working to close the gender wealth gap.

As the CEO of Untangle Money, Kristine Beese helps women understand what they can afford and believes that a key pillar of gender diversity lies in the realm of money and the power it holds. Having appeared on CBC’s Dragons’ Den, she leverages her international experience working in the engineering, capital markets, and wealth management industries. An award winning keynote speaker and a passionate feminist, she aims to revolutionize the conversation around women and wealth, by removing the stigma that women shouldn't talk about money. She is particularly passionate about speaking to students and new graduates, ensuring they have the resources and conversations needed to make empowered financial decisions.

Kristine Beese pitching on CBC/s Dragons’ Den

The Challenge

Untangle Money partnered with Strand + Strategy at a pivotal moment of growth and evolution.

The company had built a highly differentiated financial education product, with a strong point of view and an engaged niche audience of younger professional women. As the business continued to grow, there was an opportunity to strengthen how that value was communicated externally. Like many early-stage companies balancing product development and growth, several key gaps had emerged:

Inconsistent audience engagement: Communication had been sporadic, with only two newsletters sent in six months, creating a risk of losing momentum with subscribers
Unclear content direction: Previous communications leaned more company-focused, with an opportunity to better align content with audience needs and expectations
Brand inconsistency: Messaging, tone, and visual identity varied across channels, making it harder to build a cohesive brand presence
Underutilized content assets: Existing partnerships and guest content opportunities were not being fully leveraged
Opportunity to strengthen differentiation: Untangle Money’s unique perspective (particularly its stance against traditional financial advice models for women), had not yet been fully expressed in its outward communications

Untangle Money needed a clear, sustainable communications system, one that could consistently deliver value and support long-term growth.

“One way that we stay in touch with our community is with a newsletter. There are blog posts that we want to share, updates on our work, and support that we ask for from time to time. However, there is so much to focus on, it had been challenging to get a newsletter out consistently, with a quality and tone that we would be proud of. So often, this meant missing the chance to reach out to our community, and those connections get thinner. We’re committing to strengthening those ties.” – Kristine Beese

Results show growth of 42% for newsletter opens, 56% for blog views, 16% for clicks and 88% for new blog visitors

The Solution

Strand + Strategy partnered with Untangle Money to design and implement a strategic newsletter system, transforming email into a core growth and relationship-building channel. This collaboration focused on:

Establishing a repeatable content engine
Clarifying brand voice and differentiation
Turning existing assets into high-value audience content
Building a system that could scale internally over time
Rather than a one-off execution, the engagement was structured as a short-term strategic build and pilot, with the goal of:
Continuing ongoing support
Equipping Untangle Money with the tools to operate independently

The Work

From the outset, the relationship between Strand + Strategy and Untangle Money was grounded in transparency, flexibility, and a shared commitment to building something sustainable.

Rather than approaching the engagement as a fixed scope, the work evolved through ongoing conversations about what would be most valuable at each stage of Untangle Money’s growth. Early on, this meant simplifying the project to focus on one core priority: newsletter strategy. Eventually, this expanded to include blog content creation to provide value, insights, and a journey into Kristine’s world, whether that be sharing her book recommendations, her thoughts on financial fatigue and summer spending, or inviting trusted industry experts like Reena Visani to guest blog.

Paige took on a more hands-on role in research, strategy, and drafting, while creating space for collaboration and working closely with Kristine. As the structure and direction became clearer, the focus shifted toward building systems that Untangle Money could confidently manage internally. The engagement also included team coordination, with Paige overseeing two practicum students to support content production while maintaining consistency and quality.

This approach balanced strategic guidance with practical execution:

● Providing clear recommendations while remaining responsive to real-time constraints

● Building reusable templates and processes rather than one-off assets

● Leveraging existing content and partnerships to reduce unnecessary workload

The working relationship also created space for honest dialogue particularly around content direction and how Untangle Money’s differentiated perspective could be more clearly communicated.

After several months, the partnership had not only produced several consistent newsletters and blog posts, it had also established a foundation for ongoing communication that felt aligned, manageable, and true to the brand.

Key Outcomes Delivered

Established consistency:
Transition from irregular communication → structured, repeatable cadence

Clearer brand positioning:
Stronger articulation of Untangle Money’s differentiated approach to financial education

Improved operational efficiency:
Reduced content creation time through templates and asset reuse

Stronger audience alignment:
Shifted toward value-driven content designed to build trust and engagement

Foundation for scale:
Untangle Money now has the systems and strategy needed to expand into broader content planning and continue this work confidently and independently when necessary.

Kristine’s Thoughts

“Paige and Strand + Strategy Communication are fun to work with! Not only are they great at making this a painless and joyful process, but they are also great at making sure they get into my inbox and calendar (a gift for anyone who is struggling to stay on top of everything). They nailed the tone and purpose of our newsletter, and I’ve very much enjoyed working with them.”

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Case Study: Amplifying Untangle Money’s Voice for Women in Financial Planning